Movies on OTT Platforms and its Impact on College Students in Tamil Nadu

Abstract

Cinema is the major source of entertainment and also one of the sources to influence thoughts, attitudes, behavior and belief of Indian people. Movies communicated to people in masses which is a form of escapism for all age groups. The trend is being affected by the OTT platforms like Netflix, Amazon Prime, Disney+ Hotstar, and so on. Due to the global pandemic situation (Covid-19) and lockdown people were forced to stay inside their home and adapted to OTT platforms which provided unlimited access to world movies within indoors. People prefer OTT platforms since they can easily watch latest shows or films anytime and anywhere as the subscription cost is cheaper than the cost of a ticket at multiplex. Due to huge demand and delay of the high budget movie production, there is a great opening for the independent film makers to try their luck. Using quantitative approach as a methodological tool this paper attempts to understand the movie viewing habits through OTT and the motivational factors for watching movies by college students in Tamil Nadu on OTT platforms, which genre they usually prefer watching and its impact. This research concludes that affordable OTT subscriptions and recommendations from their friends had increased the frequency of watching movies. Restricted content watching had an adverse effect on students which resulted in their behavior change. Binge-watching has an impact on their academic performances, adverse health issues, and so on.

References

1. Brubaker, R. (2020). Digital hyperconnectivity and the self, Theory and Society, 49, 771-801. DOI: 10.1007/s11186-020-09405-1


2. Chatterjee, M., & Pal, S. (2020). Globalization propelled technology often ends up in the micro-localization: Cinema viewing in the time of OTT, Global Media Journal, 12(1), 1-23.


3. Chou, T.J., & Ting, C.C. (2003). The role of flow experience in cyber-game addiction. Cyber Psychology & Behavior, 6 (6), 663-675.


4. Censorship of OTT Platform – A Necessity? (2021 May 11), Lexlife India


5. Coffey, S. & Stipp, H. (1997, March). The interactions between computer and television usage.


6. Czekała, M. (2021). The Future of Cinema in an Ott World. TVB Europe, 18–19.


7. Feeney, N. (2014, February). When, exactly, does watching a lot of Netflix become a “binge”?. The Atlantic.


8. Global Newswire. (2020 February 14). The Global over the top (OTT) service market size is expected to reach $179.9 billion by 2025, rising at a market growth of 14.3% CAGR during the forecast period. Source


9. Jurgenson, N. (2019). The social photo: On photography and social media. Verso Books.


10. Kaushal, S. (2020 May 27). OTT platforms in India See subscriber bases surge up to 80% amid coronavirus lockdown. Forbes


11. Kim, S. (2016). How can we make a socially optimal large-scale media platform? Analysis of a monopolistic Internet media platform using two-sided market theory. Telecommunications Policy, 40(9), 899-918. DOI: 0.1016/j.telpol.2016.07.001


12. Lad, A., Butala, S., & Bide, P. (2020). A Comparative Analysis of Over-the-Top Platforms: Amazon Prime Video and Netflix. In: Bansal, J., Gupta, M., Sharma, H., Agarwal, B. (eds) Communication and Intelligent Systems. ICCIS 2019. Lecture Notes in Networks and Systems, 120. Springer, Singapore. https://doi.org/10.1007/978-981-15-3325-9_22


13. Madnani, D., Fernandes, S., & Madnani, N. (2020). Analysing the impact of Covid-19 on over-the-top media platforms in India, International Journal of Pervasive Computing and Communications, 16(5), 457-475. DOI:10.1108/IJPCC-07-2020-0083.


14. Matrix, S. (2014). The Netflix Effect: Teens, Binge Watching, and On-Demand Digital Media Trends. Jeunesse Young People, Texts, Cultures, 6(1), 119-138. DOI: 10.1353/jeu.2014.0002


15. Mohan, M.K., Datta, P., Viswanath, P., & Thomas, R. (2021). Analyzing the influence of OTT platforms over movie theatres in the light of post pandemic scenario. JAC: A Journal of Composition Theory, 14(7), 169-181.


16. Netflix. (2013, December 13). Netflix Declares Binge Watching is the New Normal. PR Newswire. https://www.prnewswire.com/news-releases/netflix-declares-binge-watching-is-the-new-normal-235713431.html


17. Nielsen.com (2020),“The impact of COVID-19 on media consumption across North Asia”


18. OTT subscription up in India by half, biopics rule viewing taste, says MICA report (2022, May 06). The Print, India


19. Patel M.K., Khaida, R., & Awasya, G. (2020). A study: OTT viewership in "Lockdown" and viewer's dynamic watching experience, International Journal of Transformation of Media, Journalism & Mass Communication, 5(2), 10-22.


20. Patnaik, R., Shah, R., & More, U. (2021). Rise of OTT platforms: Effect of the C-19 Pandemic, Palarch's Journal of Archaeology of Egypt/Egyptology, 18(7), 2277-2287.


21. Prasad, S.S. (2022). Impact of OTT media on the society: insights from path analysis, Asia-Pacific Journal of Business Administration, 14(2), 185-198. DOI: 10.1108/APJBA-06-2021-0261.


22. Ruggerio TE (2000) Uses and gratifications theory in the 21st century. Mass Communication and Society 3, 3–37.


23. Report Linker. (2022, March 08). OTT Streaming Global Market Report 2022. Global Newswire US.


24. Ruggerio, T.E. (2000). Uses and gratifications theory in the 21st century, Mass Communication and Society, 3, 3-37.


25. Saha, S., & Prasad, V.K.S. (2021). Consumption pattern of OTT platforms in India, International Journal of Modern Agriculture, 10(2), 641-655.


26. Schweidel, D. A., & Mo, W.W. (2016). Binge Watching and Advertising. Journal of Marketing, 80(5).


27. Shahidi, T. (2020 December 16). Lockdown-led push for OTT platforms set to carry on into 2021. Mint. https://www.livemint.com/industry/media/lockdown-led-push-for-ott-platforms-set-to-carry-on-into-2021-11608102539208.html


28. Singh, P. (2019). New media as a change agent of Indian Television and Cinema: A study of over the top platforms, Journal of Content, Community & Communication, 9(5), 131-137.


29. Steiner, E., & Xu, K. (2018). Binge-watching motivates change: Uses and gratifications of streaming video viewers challenge traditional TV research. Convergence, 26(1), 82–101. DOI:10.1177/1354856517750365


30. Steinkamp, C. (2010). Internet television use: Motivations and preferences for watching television online among college students. Rochester Institute of Technology. Retrieved from: http://scholarworks.rit.edu/cgi/viewcontent.cgi?article=5529&context=theses